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The team realized there was ample opportunity to target different customer
segments with similar types of information and ultimately reach more
members and potential members with their emails.
De�ning Email Objectives
Identifying clear objectives for each target segment was a critical step in
enabling the team to determine what types of content should be sent via
email. Looking across the various customer segments (members, pipeline,
events, and friends & family), it was clear that each segment had different
objectives that email could serve.
Thinking through this enabled the team to come to the following conclusions:
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6/20/2021 Edify
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